The Journey from Search to Social: Marrying Paid Search with Social Advertising
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New tactics to always stay relevant in digital advertising are revealed in this presentation. Learn how to take your paid search expertise and spin it into social advertising for more syndication.
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The Journey from Search to Social: Marrying Paid Search with Social Advertising
- 1. The Journey from Search to Social: Marrying Paid Search with Social Advertising
- 2. About Me Sahil Jain, CEO and Co-founder of AdStage, @sahilio • Co-founded first company, YC & SV Angel backed, Trigger.io at 20 • Dropped out of UC Berkeley to join AOL Corp Dev. at 19 • Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that
- 3. About AdStage Manage ad campaigns across Google, Bing, Facebook, LinkedIn, and Twitter 14 day free trial
- 4. Today’s Agenda • The reality of paid search • The future of online advertising • Comparing search and social advertising • How to amplify your paid search campaigns with social • Setting up targeting on social networks
- 5. The Reality of Paid Search 2016 Display Will Surpass Search Spend by > 10%
- 6. The Future of Online Advertising 2016 Social Media Will Surpass Paid Search Spend
- 7. Time Spent Per Day on Social Media 41 MIN 21 MIN 21 MIN 10 MIN 17 MIN 17 MIN Source: eMarketer, November 2014
- 8. Reach and Scale Updated: March 2016 1.59B USERS 400M USERS 100M USERS 414M USERS 302M USERS 100M USERS
- 9. Aligning advertising efforts to optimize paid search campaigns, outside of AdWords Integrating Social with Paid Search
- 10. Paid Search Versus Social Ads SEARCH SOCIAL Delivers clicks, exactly what you pay for Delivers brand recognition and free traffic Shows relevant intent-based content Provides content discovery via articles or videos Drives direct response based on a user’s query Drives long term engagement Triggers purchases for promotions Triggers purchases for visual product categories Targets keywords Targets people/personas
- 11. Examples of Ad Units on Social
- 12. Think of Social Ads as a Display Ad
- 13. Facebook now drives more referral traffic than Google Where to Focus Your Efforts
- 14. Where Search Ads Optimize the Marketing Funnel INTENT Search CONVERSION Search and Social AWARENESS Social Retargeting
- 15. How to Optimize Search Outside of AdWords INTENT Search CONVERSION Search and Social AWARENESS Social Retargeting
- 16. Driving Awareness INTENT Search AWARENESS Social CONVERSION Search and Social Retargeting
- 17. Creating Social Ads to Drive Awareness Billboard ad Print ad Video ad Facebook ad Apple iPod Display ad
- 18. Core Persona Targeting on Facebook • Device • Likes and Interests • Demographics • Behaviors • Workplace • Education • Connections
- 19. Driving Conversions on Social Retargeting INTENT Search CONVERSION Search and Social AWARENESS Social
- 20. Leverage Retargeting on Social Networks
- 21. Retargeting with Website Custom Audiences LAST SEEN ON YOUR WEBSITE WEBSITE ACTIONS ENGAGEMENT WITH VIDEOS
- 22. Website Actions
- 23. Last Seen on Your Site
- 25. Ensure You’ve Installed the Facebook Pixel 1 2
- 26. Bonus Tools to Drive Awareness Faster INTENT Search AWARENESS Social CONVERSION Search and Social Retargeting
- 27. Use Lookalike Audience Targeting
- 28. Ways to Create Lookalike Audiences WEBSITE VISITORS SEED LIST OF EXISTING CUSTOMERS CONNECTIONS THAT HAVE LIKED YOUR PAGE
- 29. Best Practices for Lookalikes
- 30. Targeting Capabilities Across Social Networks Facebook Twitter LinkedIn 1.59 Billion Users 302 Million Users 414 Million Users Interest, behavior, and demographic targeting Interest, keyword, handle, and demographic targeting Company, job title, skills, and demographic targeting targeting Lookalike audiences Similar user targeting N/A Custom audiences Tailored Audiences N/A
- 31. Ad Specs for Social Creatives Facebook Twitter LinkedIn Up to 45 minute videos Up to 10 minute videos YouTube video URLs 1.9:1 ratio for Link Ads (1200x628 recommended) 2:1 to 1:1 ratio for Promoted Tweets (1200x628 recommended) 1.91:1 ratio for Sponsored Updates (1200x627 recommended) Lead ads Lead gen cards N/A
- 36. What You Can Do Today • Create your ad accounts on Facebook, LinkedIn, and Twitter • Create your ideal persona targeting for Facebook, LinkedIn, and Twitter • Upload a list of existing customer email addresses to Facebook and Twitter • Ensure you have the recommended image sizes for your social ads • Create your first campaign on a social network
- 37. Questions? CEO and Co-Founder of AdStage @sahilio SAHIL JAIN bit.ly/slcsem-april2016 For today’s slides SLCSEM.org @adstage
- 38. 14 day free trial at adstage.io